I was curious to find out more about the brand and was delighted at the discovery. The design language across all the elements of the brand – packaging, label, TV ads, collaterals are consistent and rooted to the core idea of the brand. ‘Named for a Sea Beast of myth and legend’, Kraken Rum is strong, rich, black and smooth. ‘Put a beast in your belly’ is the proposition and the ‘legend of the Kraken’ is dramatised in a fun way across media.

Even a TV spot announcing the launch of a mobile app is done in line with the theme ads: